1. 6 Areas of Focus to Maximize the
Success of Your Digital Marketing
Analytics Program
Jason Widup (WebTrends) & David Millrod (Tech Leaders)
jason.widup@webtrends.com dmillrod@technologyleaders.com

2. Introductions - webtrends
• Jason Widup // webtrends principal digital marketing consultant
– 14 years of technology experience, 6 in digital marketing
– Vendor, client, consultant, startup, and advertising agency experience
• webtrends digital marketing optimization consulting
– Started practice in December with long time colleague Brandon Ralls
– We help our clients realize their greatest potential across all of their digital
marketing programs

3. Technology Leaders
• A leading web analytics consultancy with a unique blend of:
– Strategic, vendor-independent vision
– Technical depth
– Proprietary tools to better leverage your web analytics platform
• Founded 2002: 100% focused on Web Analytics
• 2004: co-founded Web Analytics Association
• Hundreds of successful engagements, many for Fortune 500 clients
David Millrod
• A founder and co-Managing Partner of TL
• Previously 10 years at Morgan Stanley and a partner at USWeb
• Patented inventor, clarinetist, whitewater kayaker

4. The need for structure

5. Do I have to raise my hand? Yes please.
• You are getting 100% of your needs met from your digital marketing
and analytics program
• You’ve had a solution installed for a while but you are not yet getting
the value you believed you would
• If you’re not getting that assumed value, it’s because of limitations or
issues with the product
• I feel paralyzed due to the fact that webtrends has so much data and
so much flexibility – I’m not sure what to do first, next, last
• How many of you noticed my presentation title is different?

6. Uncover business
objectives, understand
Framework overview existing measurement
capabilities, and define
measurement strategy
Define optimization
strategies, setup alerting on Tagging strategy that aligns
primary KPIs, enable to measurement strategy,
agencies with rich data implementation plans,
testing & QA
Understand data
sources, develop
Training, governance, integration
integration into business schema, integrate sources
decision-making processes and test
Understand organizational
reporting needs, determine
best delivery
mechanisms, develop
information
architecture, automation

7. Measurement Strategy
Concept Projects/Tools
• Start with your company’s Maturity Assessment
•
overall business objectives Roadmap Development
•
• Define online objectives Benchmarking
•
within context of company’s Data Quality Assessment
•
• Develop measurement
strategies to support
learning and optimization
objectives

8. Implementation
Concept Projects/Tools
• Define a Tagging Strategy Website Tagging Matrix
•
that supports the Tool Configuration
•
Measurement Strategy Document
• Develop Implementation Implementation Plan
•
Plan Test Plan
•
• Configure measurement Site crawlers like
•
tools Maxamine
• Include testing and QA Tech Leaders – Auto
•
plans Tagger

9. Implementation Challenges:
Custom JavaScript
• One size does not fit all for complex sites or advanced metrics
• Custom JavaScript can greatly reduce the cost of tagging sites
• Recent TL examples:
Consolidated traffic sources reporting
–
Efficient rotating ads impression tracking
–
Automatic DHTML/AJAX tracking
–
On site search success measurement
–

10. Implementation Challenges:
Legacy sites
• For some sites, tagging is too costly or slow
• Tagging is essential for accuracy or for using WebTrends OnDemand
• TL Auto-tagger
Tags site pages automatically
–
No developer involvement required
–
Compatible with IIS and Apache
–
Particularly useful with mobile devices
–

11. Data Integration
Concept Projects/Tools
• Understand available • Data Taxonomy and
sources of data, their Mapping Matrix
relationship to your digital • Key Value Maintenance
marketing program, and Process (i.e. Campaign
their integration capabilities IDs)
• Develop integration plan
• Configure integration
components/tools

12. Data Integration: Response Time
How Important is it?
• 33% of end-users via a broadband connection will wait no more than
4 seconds for a Web page to render.
• 33% of dissatisfied users attributed their dissatisfaction to the Web
site being too slow or taking too long to render.
• 75% were likely not to return to that site again.
Source: Jupiter Communications
• Google AdWords penalizes slow landing pages

13. Data Integration: Response Time
Normally unavailable with WTOD or SDC

14. TL Dynamic Response

15. TL Dynamic Response

16. Data Visualization and Delivery
Concept Projects/Tools
• Develop reporting Report Wireframes and
•
requirements, understanding Mockups
KPIs needed from each Dashboards within
•
stakeholder group WebTrends
• Provide overview statistics Scorecards and Dashboards
•
with drill-in views external to WebTrends
• Most simple view of data that Automation via ODBC
•
meets all requirements is the
best

17. Adoption
Concept Projects/Tools
• Develop and deliver role- Executive Sponsorship
•
based training Role-Based Training
•
• Deploy data and analytics Brown-bag discussions
•
governance processes Change Management
•
• Integrate digital analytics Other Governance
•
data into larger business Processes
decision support processes

18. Ongoing Optimization
Concept Projects/Tools
• Includes optimizing all Integrate web and
•
forms of digital marketing advertising
• Enable timely optimization Automated test and
•
data delivery mechanisms optimization tools
• Define thresholds for A/B/Multivariate testing
•
important KPIs Content Management
•
• Enable sharing of data with
partners

19. Ongoing Optimization:
Exception Analysis
• Why dig into the details within your reports?
– Averages and totals misrepresent reality
– Summaries suffer from tunnel vision (“fighting the last war”)
– Being proactive requires spotting items before they reach the top 10
But…
100 sites * 50 reports * 1000 rows * 4 columns
= 20 million data points

20. TL Dynamic Alert

21. TL Dynamic Alert
Alerts sent
when activity
exceeded
historical
norms
Event
envelope
based on
historical
norms

22. TL Summary thoughts
• Measurement Strategy
– Begin with a blank page rather than the out of the box reports
• Implementation
– Custom JavaScript can make a huge difference in quality and effort required
• Data Integration
– Go beyond campaign and product translations (e.g. response time)
• Data Visualization and Delivery, Adoption, Optimization
– Turn your raw data into timely news via alerting and analysis

23. How to apply this to your program
• You need to know your starting point before you can figure out how
to get where you’re going
– Maturity/Capability Assessment (come to my workshop tomorrow for this)
– Program Roadmap
• Take the pieces that will have the biggest impact with minimal effort
to implement
– Start small and prove value before taking on bigger changes
• The decision-support capabilities of your digital marketing
measurement tools are directly related to the effort put in to them

24. Q&A (aka Free Consulting!)